iPhone 5 leaks: What all of the leaked photos tell us about Apple’s latest device. - Slate Magazine

A plausible case for incremental iPhone refinement and related expectation-setting

"Apple’s next iPhone has to be huge. It’s the company’s biggest product, and to keep Apple’s revenues growing steadily, the firm will need to sell 50 million over the holidays. The leaks, then, might be a way to tamp down the superhigh expectations that bloggers would generate in the absence of any pictures. They’re a way of getting us to understand that Apple isn’t going to kill off a great design just because we all want something novel for novelty’s sake."

iPhone 5 leaks: What all of the leaked photos tell us about Apple’s latest device. - Slate Magazine